One of the biggest questions I hear from coworking operators when it comes to their content marketing is this:“How do I decide what to write about on my space’s blog?”Valid question! And the short answer is this: by understanding exactly who your audience is and what’s going to bring them value.Here’s how to do it.

Get familiar with your ideal member

Here’s the good news about writing blog articles: you already know your members well. Now, get to know them even better. Compile all the data you have about your “ideal” members--who they are, what they do, why they’re at your coworking space, where they live, how old they are, what their personal and professional interests are.Everything.You can even go so far as to create a marketing profile--a fabricated “personality” of who your ideal member or prospect is.

Identify interests, needs, and knowledge gaps

With this info in mind, you need to start looking more deeply for gaps you can fill.For instance, maybe your prospective member is uninformed about coworking and its benefits to them. Or maybe they feel like people who do what they do for work don’t use coworking spaces.Maybe your current members are primarily solopreneurs looking to grow their businesses and acquire new skills. Or maybe they just want to get more ingrained in the community they live in.Maybe your ideal customer isn’t a member at all, but rather a commercial landlord with space in their building that could be used as a flexible office.Whatever it is, the answer to your question of what you should write about lives in that information.

Create content pillars for your blog

The best way to lay a foundation for what to write about is to create defined “pillars” that inform your topics. You create these pillars using your knowledge of your ideal members or leads.These pillars could be things like:

• Member-Focused Content: Topics that bring value to members or prospects by helping them learn something relevant to their business, such as business tips or growth hacks

• Educational Content: Information that helps bridge a knowledge gap between prospective members/landlords and the services you offer (what, how, and why it’s important to them)

• Member Spotlights: Write-ups that profile the professionals in your space so that prospective members can draw inspiration from them and get a better idea of who they’d be working around if they signed up for your space

• Hyperlocal Content: Articles that focus on amazing things in your members’ own backyards

Write Specific Topics

Finally, once you’ve identified content pillars based on a deep understanding of who your ideal members or prospects are, it’s time to create your topics.The key here is to write about specific things. Your content should be based off of actual questions your members or prospects have.Hyper-focus on one subject at a time. Buckshot content loses people’s attention.And don’t just wing it. Listen to your members and target audience.They’ll tell you what they want to hear from you.If you're still feeling lost about how to choose topics for your coworking blog, don't worry. Just get in touch with me today. I’m here to help out.